Mr. Ruairí Cunningham:

I totally agree. They have reduced the volume but are trying to hit the price point.

If, say, a brand was retailing at €2.19, the decision might be taken take a quarter of a litre out and see how the product does at the €1.99 price point. It is a question of trying to hit a specific price point rather than seeking to pull the wool over anybody's eyes. However, we all must acknowledge that consumers are smart. With that in mind, we have chosen not to go down that particular road; we give consumers the credit they deserve.